Karli Herrick
Littleton,CO
Overview
11
11
years of professional experience
Work History
Channel Marketing Director
Fishbowl Inventory (Remote)
Remote
09.2022 - Current
- Developed a strategy for and led a team to execute multi-channel programs including partnership marketing, events, lifecycle marketing, social media marketing, customer marketing, funnel optimization, and sales enablement resulting in over $7M in revenue in 2023.
- Executed a customer survey and supported the GTM strategy for the implementation of a new payments gateway.
- Recruited, onboarded and mentored a team of 3 hands-on Managers.
- Owned go-to-market plan and successfully launched a partner and customer referral program leading to 26% growth in closed deals YOY.
- Successfully hired and onboarded a Lifecycle Marketing Manager to develop prospect, partner and customer nurture programs, and implemented best practices resulting in an increase from 4.8% CTR in 2022 to 11% YTD.
- Owned event strategy that increased investment from 4 shows in 2023 to 16 in 2024 resulting in 26 SQLs YTD.
- Established reporting infrastructure to measure channel and campaign level performance and present findings.
- Analyzed data to make informed decisions to optimize performance and adjust strategies to maximize ROI.
- Owned and executed strategies for programmatic display and native advertising campaigns focused on retargeting.
Marketing Director
EverCommerce
Denver, CO
10.2019 - 09.2022
- Owned strategic marketing planning and managed integrated marketing campaigns for two B2B SaaS companies.
- Led payments integration and adoption go-to-market strategy resulting in 131% achievement of TVP goal.
- Managed two direct reports along with a team of shared marketing and operations team members to execute email, direct mail, SEO, social media, event, and partnership demand generating campaigns.
- Managed an outside marketing agency to support content strategy and SEO driving overachievement of MQLs.
- Owned marketing budget including digital marketing spend resulting in overachievement of top of funnel goals.
- Developed operational processes to accurately measure success of marketing initiatives, regularly reported on progress to goals and adjusted strategies to optimize results.
- Managed a combined Marketo and SalesForce implementation by developing a detailed project plan outlining roles, responsibilities, and timelines in Asana for real-time visibility on project status and successful milestone completion.
- Coached, provided training resources and growth opportunities for direct reports leading to an internal promotion.
- Presented monthly, quarterly and annual growth engagement reports to inform executive leadership and sales teams of current and future marketing initiatives and results.
- Oversee the execution of GTM strategies for new product launches and new features releases.
- Developed marketing and communication plans and managed the execution of two business consolidations.
Product Marketing Manager, Recipient Services
Cochlear Americas
Centennial, CO
09.2017 - 10.2019
- Developed and executed a purpose-built marketing and communication strategy to drive demand for sound processors, resulting in a 3% year over year growth.
- Assisted global teams on deliverables for new product launch including an email campaigns, online web portal content, FAQs and packaging while abroad in Sweden for one month.
- Developed marketing campaigns based on research defining the needs of customers through their purchase journey.
- Developed a targeted multi-channel end of year insurance benefits campaign which included direct mail, email, paid Facebook, blog posts and banners that led to $17 Million in revenue.
- Assisted with a global go-to-market strategy for a new non-surgical bone conduction hearing solution.
- Developed trainings and trained the recipient sales team on marketing campaigns, tools, how to identify and properly communicate with different recipient segments.
Marketing and Communications Specialist
Northwestern Mutual
Denver, CO
12.2016 - 09.2017
Marketing Coordinator
Ixom
Watkins, CO
08.2015 - 12.2016
Sales/Marketing Coordinator
Zlux
Denver, CO
02.2015 - 08.2015
Marketing Coordinator
Walsh Duffield Companies, Inc.
Buffalo, NY
06.2013 - 02.2015
Education
Bachelor of Science in Business Administration with a concentration in Marketing -
University At Buffalo
Buffalo05.2013
Skills
- Marketing and Demand Generation Strategic Planning
- Data Analysis and Management
- Team Leadership and Development
- Partnership Program Strategy
- Budget Management
- Event Marketing
- Payments Integration Strategy
- Lifecycle and Marketing Operations Management
- Project Management
- Contract and Vendor Management
Timeline
Channel Marketing Director
Fishbowl Inventory (Remote)
09.2022 - Current
Marketing Director
EverCommerce
10.2019 - 09.2022
Product Marketing Manager, Recipient Services
Cochlear Americas
09.2017 - 10.2019
Marketing and Communications Specialist
Northwestern Mutual
12.2016 - 09.2017
Marketing Coordinator
Ixom
08.2015 - 12.2016
Sales/Marketing Coordinator
Zlux
02.2015 - 08.2015
Marketing Coordinator
Walsh Duffield Companies, Inc.
06.2013 - 02.2015
Bachelor of Science in Business Administration with a concentration in Marketing -
University At Buffalo